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COMPANY PROFILE: GameLogic's Gameplan

Waltham, Mass.-based GameLogic is harnessing the power of the Internet to deepen player loyalty and drive casino visitation.

When
players are sitting at a casino’s slot machines or table games, that presents
an opportunity to reach out to build player loyalty.

But eventually players do go home. And what do they do when they get there?
Many are still playing casino and card games, but they’re on the Internet,
where millions of people spend hours playing those games.

Waltham, Mass.-based GameLogic has a suite of products called PlayAway that is
designed to help casinos tap into that pool of potential and actual players.
“GameLogic uses the power of the Internet games to really drive deeper player
loyalty and repeat casino visitation,” said John Taylor, GameLogic president
and chief executive officer.

“Today there are 40 million people that play games on the Internet every month,
and those people are primarily playing casino-style games,” he said. “Casinos
know that in America,
players who are playing on property are leaving and going home to play games
online with other folks.”

PlayAway includes three modules designed to help capture player interest. They
are:

Fun Play

The
Fun Play module features a set of classic casino games that are branded and
available on the casino’s Website. With Fun Play, patrons can learn how to play
games or just play them for free. Real money is neither wagered nor won. Fun
Play is designed to add more interactivity to casino Websites, promote the
casinos, sign up new players, boost brand loyalty and increase return
visitation from existing customers.

Bonus Play

Bonus
Play offers a way to jump-start marketing efforts, boost player return
visitation levels and attract new players. Bonus Play allows casino operators
to easily capture critical new player data and offer targeted promotions. Bonus
Play enables player club members to receive casino bonuses by playing games on
the casino Website. Games pay out in a variety of currencies determined by the
casino, including non-cashable casino credit for use on property. These credits
are valid only if players visit the casino again within a timeframe set by the
casino.

GameLogic’s BonusPlay is aimed at existing club members to help keep them loyal
and happy, he said. “They can create an experience for Tier One that’s
different than for Tier Five. That kind of targeted experience, to weight the
rewards to the people they really value the most, is far more
efficient.”

The results are meaningful, Taylor
said. “When messaged appropriately, a lot of player club members will
participate,” he noted. “For a lot of our casino clients, we may be generating
two-plus days of casino visits in a month.”

As clients get into the program, they begin to consider whether those players
were going to come to the casino anyway, Taylor
said.

But analysis has shown the play is incremental, he said. “What they’ve
determined is that they’re visiting incrementally 40 to 50 percent more with no
erosion in the spend per visit.”

A prize doesn’t have to be expensive to get players to redeem, Taylor added. “You’d be amazed at the amount
of people redeeming $1 play,” he said. And that’s because it was earned. “A
dollar won is worth far more than a dollar given to them.”

Money Play

The
third module is Money Play, which gives legal gaming operators the opportunity
to offer their players real-money games on the Internet in a
regulatory-compliant way. Casinos can create a new source of revenue, and Money
Play improves brand loyalty between visits, attracts next generation players
and increases return visitation.

Money Play is approved in New Jersey, Mississippi and Nevada. It’s the
opportunity to buy credits at the casino and reveal the outcome online. It
complies with those jurisdictions’ regulations because the purchase of the
ticket happens at the casino and the redemption of the ticket happens at the
casino.

GameLogic has invested millions of dollars in intellectual property around
using the Internet for casino promotions, and casinos are taking notice, Taylor
said.

“In the casino industry, they’re just beginning to realize there is a lot of
power in those relationships,” Taylor
said. “The people we’re signing up are worth three to four times more than the
people they’re signing up off the street.”

is editor of SLOT MANAGER magazine and Casino Journal’s managing editor, specializing in games, systems and technology. She can be contacted at +1 702 794 0718, ext. 8703 or by e-mail at greenm@bnpmedia.com.

Events

The spread of COVID-19 has compelled all casinos to rewrite their 2020 playbook. In this high-level panel you will hear how casino marketers can kick-start and rebuild customer relationships now that the post-closure phase is underway. Specific issues to be covered will include what your near-term customer re-engagement plan should look like, how relationship management and loyalty programs that were impacted by the shutdown can be retooled, and some rules of the road for casino marketers as we point toward the second half of the year.

How long do you think it will take the gaming industry to economically recover from the COVID-19 pandemic and government-mandated closings?

In this issue of Casino Journal, The gaming industry responds to the social and economic onslaught of COVID-19, Developing a Coronavirus Protection Strategy for Casinos and Cardroom, A New Way to Build Casino Loyalty during Coronavirus, and much more!

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